Kerry was always strong when it came to selling ingredients to food manufacturers, but was widely seen as a mid-tier player in the food ingredients industry, with no real differentiators versus its competitors.
By helping Kerry seize and own the trade show medium, Kerry moved, over the subsequent three-year period, to a top 3 supplier.
The last year alone, Kerry’s Institute of Food Technologists (IFT) Show exhibit was the most remembered exhibit, with 23% unaided recall (Kraft came in second at 13%). It was one of the most trafficked booths with 45.8% share of show traffic (the average is 15.3%).
Nationally, this booth was the 8th most visited trade show exhibit across all trade shows, regardless of industry, in the US. For Kerry that translated into 64 major customer meetings and 412 new qualified leads.